Landing Page Examples

The best ways to get people to sub, buy and convert.

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@NiallRatcliffe He’s back

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Twitter is an echo chamber of bad marketing advice.

So here are 5 marketing lessons from one of the best marketers alive - Rory Sutherland:

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@NiallRatcliffe Who knew. Crazy!

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55% of the world's elevators are made by Otis.

All because of this 1 marketing stunt.

Here's the stunt + 3 marketing lessons we can learn from it:

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@NiallRatcliffe Alright fine. I’ll get the Christmas tree out

[Niall Ratcliffe @NiallRatcliffe]

Mariah Carey makes $2.5 million/year from royalties on her ‘All I Want For Christmas’ song.

But she isn't the only one who makes millions from associating herself with Christmas.

These 4 brands do it even better:

[Niall Ratcliffe @NiallRatcliffe]

Everyone talks about Ogilvy & Gary Halbert.

But more marketers need to know about Bill Jayme.

- Was the king of direct mail
- Worked with NY Times, Fortune & more
- The most sought-after copywriter of his time

Here are 5 of his best lessons on copywriting:

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@NiallRatcliffe Massively underrated copywriter

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@NiallRatcliffe Really has been a massive year for him!

[Niall Ratcliffe @NiallRatcliffe]

For years, everyone hated Mark Zuckerberg.

But in 2023 he's become one of the most popular CEOs on the planet.

It's arguably the best founder rebrand of the decade.

Here's how he did it:

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@NiallRatcliffe Love his ads 🔥

[Niall Ratcliffe @NiallRatcliffe]

The greatest creative advertiser of all time:

Bill Bernbach.

He's the man behind the infamous VW campaigns.

Yet, no one talks about him.

I spent the last 2 weeks researching his work.

Here are 5 of his best lessons (that will make you a better marketer) ↓

✏️ Lesson 1: Not Standing Out Is Advertising Suicide

Many advertisers prioritise hitting KPIs over creating unique ads that have an impact.

Bernbach disagreed, he said:

“In advertising, not to be different is virtually suicidal."

✏️ Lesson 2: What Motivates, Sells

Bernbach said, great advertisers...

“Know the reader reads with his ego, his emotions, his prejudices, his urges, and his aspirations, and he plots with his brain to rationalise the facts until they become the tools of his desire.”

✏️ Lesson 3: Be Honest

Bernbach once ran a campaign saying his client was 2nd best.

Yet it was one of his most successful ever.

Why? It was honest.

✏️ Lesson 4: Ads Are More Than Just Words

Bernbach is most well-known for his Volkswagen campaigns.

Today, 30 years after his death the ads still go viral online.

Why?

They hook you with the creative just as much as the copy.

✏️ Lesson 5: Treat Advertising Like An Art

Bernbach wasn’t interested in doing what works, he was interested in doing what hasn’t been done.

He said, “The essence of impact is saying things the way they were never said before”

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Want to learn more marketing lessons from the greats?🌱

Follow me @NiallRatcliffe :)

[Niall Ratcliffe @NiallRatcliffe]

David Ogilvy is widely regarded as the best marketer to ever live.

Yet he believed that Claude Hopkins deserved that title.

Talking about Hopkins' book - 'Scientific Advertising' - Ogilvy once said:

"Nobody should be allowed to have anything to do with advertising until he has read this book seven times. It changed the course of my life."

I just finished the book and he was probably right.

Here's the 6 big takeaways every marketer should know:

🎓Lesson 1: If Your Product Is Good, Give It Away

Claude says:

"Most advertisers push guarantees that say “Try it for a week. If you don’t like it we’ll return your money“.

When what they should say is, “Pay in a week if you like them"

🎓 Lesson 2: You Write Headlines Wrong

People use headlines as a hook, but Clause says:

"The purpose of a headline is to pick out people you can interest. You wish to talk to someone in a crowd. So the first thing you say is, “Hey there, Bill Jones” to get the right person’s attention."

🎓 Lesson 3: Advertising = Salesmanship

Hopkins is NOT a fan of ads for brand awareness. He says:

"The only purpose of advertising is to make sales. It is profitable or unprofitable according to it’s sales. It is not for general effect or to keep your name before the people. It is a salesmen."

🎓 Lesson 4: Know Your Shit

Hopkins believes the more the advertiser knows → The better the ad will be. He says:

"The advertising man who spares the midnight oil will never get very far."

🎓 Lesson 5: Be Specific

Hopkins hates vague claims, he says:

"The more specific you are, the more people will believe you."

🎓 Lesson 6: Never Guess

Hopkins believes that bad advertisers and those that guess, he says:

"Unlike a bad salesmen, a bad ad will cost your company thousands if not millions. Some people pay $10 for every person who looks at their ad. That needs to be paid back to make the ad a success."

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Enjoy this?

Follow @NiallRatcliffe to learn more lessons from the marketing greats 👑

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@NiallRatcliffe Not enough people talk about him!

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@NiallRatcliffe Crazy. Just crazy.

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In the early hours of Oct. 3, 2016, five men handcuffed Kim Kardashian, put her in a bathtub, and stole $5.4 worth of her jewellery.

But while the world was in shock, Kris Jenner was putting on a marketing masterclass.

Because in that moment the family was getting the thing that fuels all of their businesses...

→ Attention.

So Kris & her team began prepping trailers & ads for the new season of their reality show.

Drumming up interest while people were still talking about the robbery.

But this isn't the first time she's capitalised on free attention:

📅2007: Kim K sex tape leaks
👀Also 2007: Kardashian reality show launches

It's Kardashian marketing 101.

When you get lemons, make lemonade.

Lesson: Never let attention go to waste.

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@NiallRatcliffe Underrated marketers, that’s for sure!

[Niall Ratcliffe @NiallRatcliffe]

The Kardashians went from internet memes to billionaires.

Because while everyone laughed, they were putting on a marketing masterclass.

6 marketing lessons from the Kardashians:

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@NiallRatcliffe Love the founder film

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@NiallRatcliffe The singing is unbearable 🤣